bKash

The Objective

During Ramadan 2026, bKash, Bangladesh's leading mobile financial services platform, set out to maximise brand visibility and drive meaningful engagement at scale. The goal was to promote payment services and reach the broadest possible audience across Dhaka, Chittagong, and beyond, at a moment when digital transactions and festive spending peak simultaneously. 

bKash wanted a solution that would not only dominate share of voice, but also connect emotionally with audiences during one of the most culturally significant periods of the year. 

The Solution

bKash partnered with TikTok to run a TopReach campaign, becoming the first brand in Bangladesh to use TikTok's TopReach format. Working with TikTok Creative Exchange (TTCX), the team developed a campaign built around a culturally resonant Ramadan song, designed to feel native to the platform and deeply relevant to the moment. 

TopReach delivered 100% share of voice, ensuring bKash was the only brand users saw in that placement, while reaching audiences at a scale and efficiency that no other format could match. Adaptations of the song made with TikTok Creative Exchange (TTCX) were run with the video views objective to further amplify the campaign. The strategy combined broad reach with precision targeting to connect with the right users at the right time, spanning Dhaka, Chittagong, and major urban hubs across Bangladesh. 

The Results:

The campaign delivered across both brand and business metrics. 

Scale and Efficiency - 15 million unique users reached in a single day, with 65.7 million total impressions and 928K clicks across campaign timeline. The Top Reach campaign generated a CPM of $0.45 , 10% lower than 100% SOV TopView ($0.498).

Engagement - 8.38 seconds average watch time for a content of 15 seconds duration, reflecting strong creative resonance with the Ramadan audience 

Business Outcomes - +2.25% increase in unique users on campaign day - +1.78% increase in customer count - +6.41% increase in transaction volume, bKash's highest Ramadan figure on record 

Campaign day became bKash's single highest day for both customer count and transaction volume during the entire Ramadan season , a direct signal that the TikTok campaign drove real-world financial behavior, not just awareness.